The privacy and data practices of a platform have a significant influence on more than half of US social media users when deciding whether or not to interact with advertisements on that network, according to a report by Insider Intelligence.
Reliable information and safety are two more major factors influencing ad engagement. The relevance of the advertisements themselves is less important.
“The emphasis on reliable content is good news for Pinterest, which scored highest in this category and overall in our 2022 Digital Trust Benchmark study of major social platforms, overtaking the 2021 leader, LinkedIn,” stated Insider Intelligence/eMarketer.
Another interesting data point from the graph is that 38% of users find deceptive content or fake news extremely impactful in how they engage with ads on that social media platform.
Ariel Ben Solomon is the Growth and Strategy manager at Ecomhunt. He is the host of the Ecomhunt Podcast. Can be followed on Twitter at @ArielBenSolomon